摘要
针对汽车造型的品牌辨识需求,提出基于逻辑回归的品牌意象研究方法。以现代品牌为例,首先进行设计师和消费者意象评价调研,创建样本车型的品牌意象评价是非和等级矩阵。然后以造型元素和造型形式为自变量,以评价是非二元值和评价等级为因变量,分别创建样本车型的二元逻辑回归和有序逻辑回归模型,确定现代品牌的特色造型元素和特征造型形式。最后通过该品牌其他车型样本的消费者调研验证了结论的正确性。
Aiming at the need of brand identification in the process of automobile stylingdevelopment, a method of brand image research is proposed based on logistic regression. TakingHyundai as an example, the evaluation matrix of brand image is created by the survey of designersand consumers. Then, the mathematical model of logistic regression is created to analysis themodeling element characteristics and the modeling style characteristics. Finally, the validity of theconclusion is verified by testing other samples through consumers’ survey.
作者
柯善军
魏莹
成振波
Ke Shanjun;Wei Ying;Cheng Zhenbo(Vehicle Engineering Institute, Chongqing University of Technology, Chongqing 400050, China;College Communication Art, Chongqing University of Posts and Telecommunications, Chongqing 400065, China)
出处
《图学学报》
CSCD
北大核心
2016年第4期524-529,共6页
Journal of Graphics
基金
重庆市教委科学技术研究项目(KJ1500912)
关键词
汽车造型
品牌意象
逻辑回归
造型元素
造型形式
automobile styling
brand image
logistic regression
modeling elements
modeling style
